The Intersection of PR & Creator Culture: How to Stay Relevant
Influencers, YouTubers, niche newsletters, and podcasters—they’re not just creators anymore. They’re media empires. And if you’re still thinking of PR as “getting into the newspaper,” it’s time for a mindset shift.
In today’s creator-driven world, relevance doesn’t come from being everywhere—it comes from showing up where conversations are actually happening.
Traditional PR Is Evolving—Fast
Once upon a time, press releases and newspaper features were the gold standard. Today? Your audience might be hanging out in a Substack comment thread, or discovering brands through a TikTok creator who speaks their language.
That’s not to say traditional media doesn’t matter (spoiler: it does). But now, smart PR lives at the intersection of media and culture. That’s where people connect, click, and convert.
Why This Matters: Visibility and Trust Are Shaped by People, Not Just Platforms
People trust people, not logos. Creator endorsements often feel more authentic than ads or even traditional articles.
Algorithms reward engagement. The more human and relatable your story is, the more it spreads.
Relevance is dynamic. Today’s trending voice may be tomorrow’s headline.
This shift opens the door for smaller brands and solo founders to play big—if they know how to navigate it.
1. Don’t Just Pitch Media—Build Relationships With Creators
Creators are media gatekeepers now. Podcasters, TikTok educators, niche bloggers—they curate their audiences carefully. If you want in, treat them with the same respect you’d give a top-tier journalist.
Want to get booked on the right shows with aligned audiences? That’s where PodWaves comes in. We pitch you to podcasts where your voice fits—and manage everything so you can just show up and shine.
2. Make Your Message Snackable
Attention spans are short, and storytelling needs to adapt. Your PR win (like a press release or media feature) shouldn’t just live on a link—it should be repurposed into reels, carousels, tweets, and shorts.
That’s exactly what Ripple+ helps with—turning earned media into scroll-stopping content that keeps your story alive on social media.
3. Think Like a Creator, Even if You’re Not One
Ask:
Would I stop scrolling for this?
Does this content sound like a person—or a brand trying to sound like a person?
Is there a takeaway, a laugh, or an emotion here?
Creators lead with personality, story, and value. Great PR in 2025 should do the same.
4. Combine Credibility With Culture
Credibility still matters. Being featured in outlets like MarketWatch or Financial Post (via Wave360) gives you powerful social proof. But the win multiplies when you remix it into culture-savvy formats.
Think:
A tweet thread summarizing your media feature
A behind-the-scenes reel about the interview process
A short-form video unpacking your insights
Traditional media gives you trust. Creator culture gives you traction. Together? You become unstoppable.
The New PR Power Move: Be Where the People Are
It’s no longer about choosing between old-school and new-school PR. It’s about blending both. The brands winning today are the ones who know how to land the big placements—and then turn them into content that connects.
OlaPR is built for this hybrid era. Whether you need credibility through Wave360, culture-driven placement through Ripple+, or creator-aligned exposure via PodWaves—we’re your behind-the-scenes engine for relevance.
👉 Let’s keep your story in the spotlight. Reach out today and let’s build your wave.